M&M’s World Press Event

A recipe for headline news: take one crowd of crazy bikini-clad volunteers, add gallons of candy-colored body paint, set them loose on Times Square.

That’s how we celebrated the 65th birthday of M&M’s and the opening of their new retail store on Broadway. Turned into honorary “M” characters, New Yorkers of all shapes and sizes were painted head to toe in the candy’s signature colors and sent on a colorful frenzy through the streets for a memorable image that instantly became a headline image around the world